Winston-Salem Goes Purple

Novant Health

Project Description

Novant Health is one of the country’s largest medical providers, with hospitals and care centers across the Southeast. As part of our work with the company’s Bright Ideas in Women’s Wellness idea generation platform, we executed a city-wide event to drive awareness and participation in the program. Novant Health was going through rebranding during this time, and this event served as the accelerator as that new branding was introduced into the Winston-Salem market.

Project Details

Client Novant Health
Date April 2013
Skills Event Management
Manager Michelle Soyars

Our Role:
  • Create the strategy and plan for bringing the community together to participate in the program
  • Develop and execute a successful community leader kickoff event
  • Develop and coordinate the city-wide activities to generate awareness and participation
The Challenge:
  • Engage leaders and drive participation in the idea generation platform
  • Create impact and awareness throughout the cit
  • Help re-launch the Novant Health brand in the market
The Solution:
  • Vela literally turned Winston-Salem purple (Novant’s new branding color) for a week. From key city landmarks lit with purple to many community activities, culminating in a balloon release at a Novant 5K event at the end of the week. Vela coordinated all efforts and executed everything around each of these local market activities
  • Vela executed a leadership kickoff event with nearly 100 of the city’s most notable political, educational and medical leaders.
  • PR played a key role – and turning the town purple certainly helped with that. Vela pitched and generated all the local PR around the event.
  • The activities were supplemented with 50 iPad stations around the city where consumers could connect with the site and submit their ideas.
  • Vela also designed and produced all of the supporting items for the iPad stations: flyers, ads posters, and handout cards.
The Outcome:
  • The online community generated 208 ideas, and added 420 community members and 36 experts
  • From these initial ideas, six were then vetted by experts and implemented as pilot programs in the local community

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